Lightcurve Case Study

M&P has made a habit of successfully taking on national competition for regional providers. Those national competitors don’t get much bigger than Xfinity, T-Mobile, Google, and Comcast. However, that’s exactly what Lightcurve was looking to do. As a regional internet service provider, Lightcurve wanted to carve out a market in the Tacoma area by directly competing against the massive budgets and refined strategies implemented by their competition.

the brief

We partnered with Lightcurve Internet, a local internet service provider in Tacoma, to boost their subscription sales through a combination of paid and organic search strategies. Competing against major national brands like Xfinity and T-Mobile, M&P crafted a digital marketing approach that highlighted Lightcurve’s unique advantages as a local provider, such as personalized customer service, competitive pricing, and faster internet speeds tailored for the Tacoma area.

On the paid search side, M&P launched targeted ad campaigns focusing on relevant keywords and demographics, ensuring Lightcurve’s ads appeared prominently when potential customers searched for internet options. By leveraging hyper-local keywords and geo-targeting, the ads reached Tacoma residents effectively, often showing up in direct competition with big-name providers.

In parallel, M&P strengthened Lightcurve’s organic search presence by optimizing their website for SEO, improving content, and creating blog posts about local internet needs and benefits. This helped Lightcurve appear in top search results when users looked for internet service providers in Tacoma.

Through this dual approach, M&P successfully increased Lightcurve’s visibility in a highly competitive market, helping the provider grow its customer base by effectively competing against industry giants while emphasizing its local expertise and superior customer experience.

Services Mission Summary

SEO

Navigation transfer to a new domain without losing authority and keyword coverage.
Analyze and track search tactics used by potential customers and align website copy to rank highly for high-value keywords.
Optimize site performance and speed to ensure Lightcurve is aligned with Google’s best practices.

Paid Search

Identify high-value, highly competitive keywords to bid and drive new users to the Lightcurve website.
Build granular, zip-code-level geo-targeting to ensure the paid budget is spent on users who live within Lightcurve’s service area.
Develop robust tracking to ensure campaigns are providing long-term ROI to be relayed to company stakeholders.

Content Marketing

Expand the size and search presence of Lightcurve’s website by writing highly targeted blogs.
Directly compete with competitor keywords through the development of blogs emphasizing the ease of switching from other internet providers.
Develop brand awareness by answering common questions and features of the Lightcurve’s internet services.

The M&P Impact

+149% PPC Orders

+49% Phone Calls

+18% New Users

+50% Engagement Rate

+93% Organic Orders

+5,685% Organic Impressions

Our Paid Search Campaign Strategy

Geo-Targeting

Lightcurve Internet, being a regional internet service provider, services specific zip codes around the Tacoma area. With that in mind, our team worked to implement zip-code level geo-targeting around the area to ensure users clicking our ads were able to purchase internet service from Lightcurve.

Keyword Research

Our team worked with the Lightcurve stakeholders to establish low-cost, high-volume keywords associated with internet services that would lead new users to the website. Our team consistently monitored, optimized, and strategized targeted keywords and aligned them with relevant ad copy.

Weekly Optimizations

For any paid search campaign, the launch is only the beginning. Our team worked constantly to analyze performance and make bid adjustments for devices, geo-targets, keywords, and time of day to ensure our campaign was spending budget at the right time for the right people.